Outdoor Retailer PreShow - 2019 - 19

CLAIRE SMALLWOOD

Executive Director of SheJumps,
a nonprofit dedicated to increasing participation of women and
girls in outdoor activities

I think the level of diversity in
the outdoor industry (specifically,
skiing and snowboarding) is low
because these sports are inherently exclusive to white populations
due to the systematic oppression
of communities of color over time.
These sports are rarely marketed
to diverse communities and therefore are deemed to be exclusively
white sports.
By the year 2055, it's estimated

that the white population of the
U.S. will decrease by 16 percent
and the nonwhite population
will grow by at least 15 percent.
Understanding that the racial
makeup of the U.S. will be different, how can ski and snowboard
industries expect to survive if the
"new" consumer they are appealing to has been left out of their
marketing materials?
Even though most folks in the
outdoor industry are passionate
outdoorsy people who, in their
heart of hearts believe in accessibility, all you have to do is look
at any marketing advertisement
(SheJumps included) to see that
it's mostly white, skinny, nondisabled people. Very few diverse

characters are represented.
Additionally, a lot of companies will try to use a photo of
someone who is either a person
of color or possibly differently
abled, but they have to justify it
or talk about why they are doing
it. We need to listen to communities of color and learn from their
experiences so these stories and
images can be used without an
asterisk next to them.

MIKE CAREY

Co-founder of Seirus Innovation, a family-owned company
founded in 1978, specializing in
handwear and facemasks, and
former NFL official

The easiest way to simplify this
very complex scenario is that it is
a socio-economic issue. To participate regularly in snowsports,
you are at a severe disadvantage if
you are not in the top 1 percent or
at least have a significant level of
expendable wealth.
There are of course the factors
of remoteness of accessibility as
well as having resources enough
to participate, which is what most
likely keeps about 90 percent out.
For the other 10 percent or so, the
question becomes, when diverse
people show up, how welcomed
are they? There is a resistance
level that needs to be actively
dissolved. Just being open to diversity-that's a passive approach.



Outdoor Retailer PreShow - 2019

Table of Contents for the Digital Edition of Outdoor Retailer PreShow - 2019

Outdoor Retailer PreShow - 2019
Contents
To the Future
Coming Together
Future Epic
Big Picture
Marketing
Navigate the Show
The Face of the Future
Map
Zones, Venture Out, and More
Events & Education
Digital Solutions
Max Lowe
Must-See Gear
Fabric Decoder
The Fashion Show
Outdoor Retailer PreShow - 2019 - CW1
Outdoor Retailer PreShow - 2019 - CW2
Outdoor Retailer PreShow - 2019 - Outdoor Retailer PreShow - 2019
Outdoor Retailer PreShow - 2019 - Cover2
Outdoor Retailer PreShow - 2019 - 1
Outdoor Retailer PreShow - 2019 - 2
Outdoor Retailer PreShow - 2019 - 3
Outdoor Retailer PreShow - 2019 - Contents
Outdoor Retailer PreShow - 2019 - 5
Outdoor Retailer PreShow - 2019 - 6
Outdoor Retailer PreShow - 2019 - 7
Outdoor Retailer PreShow - 2019 - To the Future
Outdoor Retailer PreShow - 2019 - 9
Outdoor Retailer PreShow - 2019 - Coming Together
Outdoor Retailer PreShow - 2019 - 11
Outdoor Retailer PreShow - 2019 - 12
Outdoor Retailer PreShow - 2019 - Future Epic
Outdoor Retailer PreShow - 2019 - Big Picture
Outdoor Retailer PreShow - 2019 - 15
Outdoor Retailer PreShow - 2019 - 16
Outdoor Retailer PreShow - 2019 - 17
Outdoor Retailer PreShow - 2019 - 18
Outdoor Retailer PreShow - 2019 - 19
Outdoor Retailer PreShow - 2019 - 20
Outdoor Retailer PreShow - 2019 - 21
Outdoor Retailer PreShow - 2019 - Marketing
Outdoor Retailer PreShow - 2019 - 23
Outdoor Retailer PreShow - 2019 - Navigate the Show
Outdoor Retailer PreShow - 2019 - 25
Outdoor Retailer PreShow - 2019 - 26
Outdoor Retailer PreShow - 2019 - 27
Outdoor Retailer PreShow - 2019 - The Face of the Future
Outdoor Retailer PreShow - 2019 - 29
Outdoor Retailer PreShow - 2019 - 30
Outdoor Retailer PreShow - 2019 - 31
Outdoor Retailer PreShow - 2019 - Map
Outdoor Retailer PreShow - 2019 - 33
Outdoor Retailer PreShow - 2019 - Zones, Venture Out, and More
Outdoor Retailer PreShow - 2019 - 35
Outdoor Retailer PreShow - 2019 - 36
Outdoor Retailer PreShow - 2019 - 37
Outdoor Retailer PreShow - 2019 - Events & Education
Outdoor Retailer PreShow - 2019 - 39
Outdoor Retailer PreShow - 2019 - 40
Outdoor Retailer PreShow - 2019 - 41
Outdoor Retailer PreShow - 2019 - 42
Outdoor Retailer PreShow - 2019 - 43
Outdoor Retailer PreShow - 2019 - 44
Outdoor Retailer PreShow - 2019 - 45
Outdoor Retailer PreShow - 2019 - Digital Solutions
Outdoor Retailer PreShow - 2019 - 47
Outdoor Retailer PreShow - 2019 - Max Lowe
Outdoor Retailer PreShow - 2019 - 49
Outdoor Retailer PreShow - 2019 - 50
Outdoor Retailer PreShow - 2019 - 51
Outdoor Retailer PreShow - 2019 - 52
Outdoor Retailer PreShow - 2019 - 53
Outdoor Retailer PreShow - 2019 - 54
Outdoor Retailer PreShow - 2019 - 55
Outdoor Retailer PreShow - 2019 - 56
Outdoor Retailer PreShow - 2019 - Must-See Gear
Outdoor Retailer PreShow - 2019 - 58
Outdoor Retailer PreShow - 2019 - 59
Outdoor Retailer PreShow - 2019 - 60
Outdoor Retailer PreShow - 2019 - 61
Outdoor Retailer PreShow - 2019 - Fabric Decoder
Outdoor Retailer PreShow - 2019 - 63
Outdoor Retailer PreShow - 2019 - 64
Outdoor Retailer PreShow - 2019 - 65
Outdoor Retailer PreShow - 2019 - The Fashion Show
Outdoor Retailer PreShow - 2019 - Cover3
Outdoor Retailer PreShow - 2019 - Cover4
Outdoor Retailer PreShow - 2019 - CW3
Outdoor Retailer PreShow - 2019 - CW4
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